One of the hallmarks of things that aren’t very disruptive is when you hear that “It would be huge, if only the incumbents would let it happen”. Really? Then you’re screwed. Because that’s a hallmark of a truly disruptive innovation: It makes things end badly for the incumbents, whatever their wishes on the matter might be. They’re hardly going to lie down and let it happen to them.

To me, it actually feels like many of the more dramatic words in our language are being continuously overused by nearly everyone. You see words like hero, courage, innovation, or disruption, far too often. Just look at how fast and loose the media uses dramatic words (that often aren't very accurate) in headlines in order to simply attract attention.

Honestly, if something is truly innovative or disruptive or both – it probably doesn't need to spell it out at every opportunity. What's the saying? The proof of the pudding is in the eating.

DNA evidence of first Neanderthal interbreeding and now another low-brow hominid the Denisovans
in our ancestry establishes the deep stone age roots of fermentation/brewing understandings, pre-metallurgy, pre-agriculture, the truly disruptive innovation of beer goggles. Sorry.